The John Deere Way of Life

This was a photograph from a commercial shoot for John Deere and the original concept was to illustrate how the brand is not just about equipment, but a way of life. I was interested to capture the lifestyle of people who depend on John Deere for their livelihood and was not satisfied with the provided models. With that goal in mind, my assistant and I drove around to get some inspiration and we found a Mennonite family who was just perfect for the shoot. I chose to illustrate the lifestyle of farmers including generational loyalty to the exclusive brand. This image of the Mennonite family is the perfect representation of how John Deere equipment is an important fixture in users’ lives.